Review

Content analysis of persuasive techniques used by pharmaceutical company representatives during promotional visits to doctors

Mustafa A. Alssageer, Stefan R. Kowalski

Abstract

Contact between pharmaceutical company representatives (PCRs) and medical practitioners is viewed by drug companies as a vital part of their marketing strategy. Studies show that PCRs employ persuasion disguised as information. Because PCRs are keenly involved in competitive marketing, they are more likely to use persuasion than information during their promotional visits. Information increases customer awareness of a particular product without influencing the preferences. Persuasive marketing directly influences a consumer’s brand preference. Positively influencing a prescriber’s attitude towards a product is essential for effective marketing since there is an association between attitude, intention and behaviour. Numerous studies find that pharmaceutical promotional interactions have an impact on physician’s perceptions and their prescribing practices. Yet, many of today's health professionals do not acknowledge their vulnerability to being misled by pharmaceutical marketing. This study demonstrate that Pharmaceutical promotion strategies do not differ greatly from those of other types of marketing, PCRs more likely to use persuasion to highlight the perceived difference of their particular brand. Persuasion often has a subtle influence that is not easy to detect and physicians should receive education regarding the drug promotion techniques used by pharmaceutical companies. Persuasion often has a subtle influence that is not easy to detect. Overconfidence is a major risk factor for being misled. This analysis highlights some critical aspects of persuasive communication by PCRs in promotional visits. It will help prescribers to interpret, evaluate and respond appropriately to manipulative behaviour by PCRs.

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2021-09-30
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